(Est. 2005) “The McGrath Foundation is a breast cancer support and education charity in Australia, which raises money to place McGrath Breast Care Nurses in communities across Australia and increase breast awareness in young people. The charity was founded by Australian cricket player, Glenn McGrath and his English-born wife, Jane McGrath, in 2005, following Jane’s initial diagnosis and recovery from breast cancer. Jane died on 22 June 2008 at the age of 42.” (Wikipedia)
For the first time since being founded by Glenn and his late wife Jane, the McGrath Foundation has unveiled a new logo, placing the ‘McGrath Foundation’ name front and centre and adding a new graphical element known as the ‘life force’.
The bold graphic of the ‘life force’ represents the continuing experience of all those touched by breast cancer and the optimism that is synonymous with the McGrath Foundation.
A new colour palette evolves Jane McGrath’s favourite colour, pink. A moodier hot pink is paired with the richness of aubergine and secondary colours red, purple, soft blue and soft pink bring versatility and expressiveness to the McGrath Foundation look and feel.
The only nice thing to say about the old logo is that it included cricket stumps as a reference to its founder (who played cricket) because, beyond that, it was an astronomical mess with the hugging stumps and terrible, awful typography. Nothing makes me happier than a charity or non-profit getting a decent logo to replace their well-meaning but ultimately-awful start-up logos and, for the most part, this succeeds. The swooping icon looks like a heart and it instantly feels more warm, inclusive, and empathetic. It's a hard icon to use on its own though, as it's fairly fragile and lacking visual presence but they make it work nicely in the banners. I could have done without the "Life Force" rationalization and dealt better with it just being a heart. The wordmark could have been perfectly fine and acceptable had the designers restrained from dropping the "F" as a descender… it makes absolutely no sense — visually or conceptually. Sometimes you have to quit while you are ahead. Overall, a vast improvement, despite that "F".
Thanks to Phillip Meng for the tip.